Uploaded byIan Truscott
The shift to ubiquitous computing tim walters feb 2012
The document discusses the shift to a ubiquitous customer experience, emphasizing a content-first approach and the importance of flexibility in marketing technology. It outlines four key ideas: prioritizing relevant content, understanding customer tasks, being adaptable, and enhancing the overall experience tier. The presentation ultimately highlights the need for businesses to prepare for a future driven by ubiquitous computing rather than merely focusing on mobile channels.
The shift to ubiquitous computing tim walters feb 2012
- 1. Shifting to Ubiquity IanTruscott | VP Product Marketing http://about.me/iantruscott @iantruscott | #sdlonline Twitter: @iantruscott | #sdlonline SDL Proprietary and Confidential
- 2. What Tim said… •We are engaging our customers through a pervasive ubiquitous experience not a device channel or silo • Our audience connects to us (through the web) with whatever they have to hand • Is “mobile first” as ridiculous as “Internet Explorer” first? • What’s next? • How do we prepare? • .. Four ideas… Twitter: @iantruscott | #sdlonline
- 3. #1 – CONTENT first Twitter: @iantruscott | #sdlonline
- 4. Content is theBiggest Content Marketing Challenge Source: B2B Content Marketing:2012 Benchmarks, Budgets & trends - Content Marketing Institute (CMI) Twitter: @iantruscott | #sdlonline
- 5. The truth ofCXM & ubiquitous web Engineering Support Specs FAQ Tech docs Sales Price Marketing Twitter: @iantruscott | #sdlonline
- 6. Relevance is variants Be where the user is Re-purpose content by channel Re-purpose content by community First step to relevancy – be local Twitter: @iantruscott | #sdlonline
- 7. More Variants =Content explosion Your Message Twitter: @iantruscott | #sdlonline
- 8. Manage the variants Television Twitter YouTube Search iPads Smart Facebook Phones Twitter: @iantruscott | #sdlonline
- 9. #2 the TASK Twitter: @iantruscott | #sdlonline
- 10. Customer Example -Lexus Twitter: @iantruscott | #sdlonline
- 11. #3 be Flexible Twitter: @iantruscott | #sdlonline
- 12. “Change – andenabling the ability to change – is the new differentiator for marketing technology” Robert Rose – Digital Clarity Group @robert_rose http://www.digitalclaritygroup.com/blog/true-cxm-bigfoot-unicorn-aliens/ Twitter: @iantruscott | #sdlonline
- 13. Todays mobile solutionstack Mobile web development Service Experience Mobile Web Experience native apps Mobile delivery frameworks Widgets Responsive design framework | What really library happens? Hybrid App Native app development Silos of delivery Transaction Delivery dynamic framework | bandwidth banking | booking systems optimization | device capabilities Device What really Back office device database | publishing process happens? Silos of Content Management content and in-context edit | cms | image transcoding | in-context preview governance Twitter: @iantruscott | #sdlonline
- 14. Phew! We’ve got the iPhone 5 covered! What happens when you face the next big thing? Twitter: @iantruscott | #sdlonline
- 15. We need toserve a ubiquitous customer experience Twitter: @iantruscott | #sdlonline
- 16. #4 the EXPERIENCE tier Twitter: @iantruscott | #sdlonline
- 17. Enter the experiencetier.. Experience Tier Social Device Personalization & Testing and E-Services optimization Recomendations analytics (eg: e-commerce) Content interface (eg: OData) Content Management in-context edit | cms | image transcoding | in-context preview External Content External Content External Content repository repository repository Twitter: @iantruscott | #sdlonline
- 18. In summary… #1 CONTENT First #2 the TASK #3 be FLEXIBLE #4 the EXPERIENCE tier Twitter: @iantruscott | #sdlonline
- 19. Thank you! @iantruscott |#sdlonline Twitter: @iantruscott | #sdlonline SDL Proprietary and Confidential
- 20. Questions? Understanding the “Mobile Shift” : Obsession with the Mobile Channel Obscures the Shift to Ubiquitous Computing Tim Walters, Digital Clarity Group Sponsored by SDL Get it here! 20 Twitter: @iantruscott | #sdlonline
- 21. Thank you for participating To contact our speakers: Tim Walters | @tim_walters twalters@digitalclaritygroup.com Ian Truscott | @iantruscott | #sdlonline itruscott@sdl.com Twitter: @iantruscott | #sdlonline